3-steps: identify your brand niche
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Credentials & Qualificationswww.SimplyD.com
What is a SuperBrand?
A Superbrand has the finest reputation in its field and offersconsumers an emotional and/or tangible benefit over competitors,
which (consciously or sub-consciously) consumerswant, recognise and are confident about investing in.
Superbrands represent quality, reliability, distinction, reputation and prestige.
We are fortunate to have worked on 6 of the Top 100 Best Global Brands (Based on Interbrand 2009 rankings)
Our Brand Experience
Collectively, we have 20+ years of Blue Chip brand experience (above),& nearly 2 years experience with small & medium-sized businesses (below).
About Us
Collective Credentials: we have an MBA, Digital Media Design training, E-Business Certification, Information Technology Management, and 20+ years of marketing, branding and advertising for Blue Chip brands.
Extended Team: We also work with an exclusive list of talented and award-winning freelancers: graphic designers, web programmers, app developers, photographers, etc. We use the same talented professionals that big agencies use, but at freelance rates.
What is ‘SimplyD’?
sim·ply dif·fer·ent
1. in a simple manner; clearly and easily. 2. plainly; unaffectedly. 3. sincerely; artlessly.4. merely; only: It is simply a cold.5. wholly; absolutely: simply irresistible
1. not alike in character or quality; differing; dissimilar
2. not identical; separate or distinct.3. various; several. 4. not ordinary; unusual.
Keeping it Simple. And Smart.
We specialize in smart, clear and practical ideas. We apply industry ‘best practices’, and a good dose of ‘common sense’.
We build brands by proposing unique (different) opportunities, that are easy (simple) to understand, easy to implement, and most importantly, emotionally-driven.
Why Work With Us?We’ve worked for Tier I marketing companies and award-winning ad agencies, so we know industry ‘best practices’. We apply this to our strategic thinking, project execution and client management.
Fortunately, as a small boutique agency, we can streamline the process significantly:
- no unnecessary roles or expensive overhead charged back to clients, - we pull upon our talented roster of freelance associates as needed,- we are nimble, and can execute more swiftly and efficiently.
Most importantly, we can deliver more attention to you, and to your business needs. We offer excellent customer service, and provide tremendous value.
We are hands-on and collaborative. We truly get to know our clients. In fact, many clients have already become our good friends. We enjoy getting to know them, and helping to grow their business.
Why Are We Here Today?Building A Brand, Fostering Consumer Loyalty
Why Does Branding Matter?
Today’s competitive environment is fiercer, and the consumer is more savvy and disconcerting. What elements maintain your ‘brand equity’? i.e. the degree of consumer recognition, and the brand’s ability to capture market share or share of voice.
I have a BMW. But only because BMW stands for Bob Marley and The Wailers, and not because I need an expensive car.
Bob Marley
Blue Chip RedesignsTop row: examples of ‘revolutionary’ design. Bottom row: examples of ‘evolutionary’ approach.
Branding is a fun yet challenging exercise. It requires strategy, delicacy and specialized skills, such as design and colour theory, testing, refinement, etc.
Branding is the visual intersection of ‘left brain’ and ‘right brain’ skill sets.
Images courtesy of CNN article ‘What’s in a new logo?, August 2009
After a radical redesign, Tropicana sales dropped by 20% in 6 weeks
Former Client* > SunsilkCase study of how NOT to develop a brand.
Situation: • Unilever Canada spent +$17M to
launch new women’s haircare: Sunsilk• Established brand in developing
countries, entering hyper-competitive North American market
• Packaging was developed 2 years prior to launch – already dated & older consumer appeal
Result:• 3 logos, 2 new pack redesigns – in
less than 3 years!• Brand identity has been fragmented;
brand in severe decline.
*when we worked at big (high-overhead, high-fees) ad agencies
Before Re-Branding…We like to better understand your ‘Brand DNA’
Our Strategic Approach2. Industry
3. Consumer1. Brand
The Plan
Intersection
=
Brand & Marketing
opportunity
For large-scale marketing projects, we use our proprietary strategic framework to understand your current business situation. Most importantly, this helps identify future Brand & Marketing opportunities.
1. Brand DNA (Example)
Brand Positioning:“Premier organization supported by the highest quality products
and services research”
Brand Attributes (Manner):Leader, “Polished”, Disciplined, Traditional (not slow + staid), conservative but innovative, Institutional but a renewed
sense of vigor, “Dynamism” – a “hub of activity”.
Brand DNA
Brand Tone of Voice:Authoritative, Authentic
Is this ownable?Unique? Include emotional benefits, also?
Everyone is an ‘expert’ in today’s Media Age; what is your distinct voice?
Some attributes seem contradictory?
Other Questions That Would Help Us To Better Understand Your Brand:
• What specific value do customers get from your service?
• What characteristic(s) make your services different than the competition?
Do the member’s answers mirror your answers?
• Do customers use any direct competitor’s services? Which competitors?
• Do customers use any indirect competitor’s services?
• Which competitors do your customers use?
2. The Industry (Example)
Modern image
Traditional image
Emotional advertising
Functional advertising Perception Mapping the Industry Brands:
– What are the axes? E.g. Conservative Vs Innovative, Emotional Vs Functional, etc
– Where is your brand relative to the competition?
The Marketing focus is always…• 25 – 45 y/o women with 1 –2 kid(s)• Urban vs rural(?)• Income (?)• Education (?)• Shopping habits
• Major Household purchasers• Will splurge on kids over herself• Driven by brand benefits for her kid(s)
• Web habits: • uses web to make her life easier & for
information gathering• Enjoys reading / interacting with other
moms (Social, blogs)
Consumer Target:Busy Moms
3.The CONSUMER!
VISUAL IDENTITY1st impressions are based upon physical appearance
Memorable Visual ID
Makings of a good Visual Identity?Compelling, memorable, eye-catching, instantly recognizable.
Establishes & reflects Brand tone; ownable to the Brand.It is a ‘sensory magnet’ for the brand.
Create your own visual style…let it be unique for yourself and yet identifiable for others.
Orson Welles
Design Elements To Consider:– Type of Logo (1 of 3 options to choose)– Font: style, kerning (spacing), italics – Works in Colour and B&W– Works across multiple mediums
Logo Approach
1. Iconic/Symbolic 2. Logotype/Wordmark 3. Combination Marks
There are three logo types to consider.
All logo examples shown are actual designs concepts for SimplyD clients
TAGLINESSummarizing the Brand Essence in just a few words
Memorable Taglines
A brand should strive to own a word in the mind of the consumer.Al Reis and Laura Reis
Makings of a good tagline?Succinct, compelling, memorable
Descriptive (functional or emotional benefits, or both)Ownable to the brand; ideally it ties into the brand
Images courtesy of sloganpower.com
Credentials > Tagline & Logo
A Web 2.0 site/app to organize, manage and keep in touch with your contacts – across many communication touch points.
Brand Connectree
Tagline Where connections take root
Alternative Tags:The fruit of your connections
The root of all connections
The tree of life
Connect. Grow. Branch Out.
Logo
Credentials > Tagline & Logo
An organic nutritional supplement for women. Combining proven ingredients with the flair of women’s Health & Beauty products.
Brand Nectara
Tagline Live the Luscious Life. Naturally.
Alternative Tags:Sweet Regeneration Your Luscious Best Supplement your Perfection
The Natural Essence of You
Logo
Brand Inspiration: putting a modern spin on a conservative industry
Credentials > Tagline & Logo
Online parenting courses & curriculum to teach parenting skills, and educational toys. Based on the best academic research from around the world.
Brand ChildUp
Tagline Help your child succeed
Alternative Tags:The art & science of parenting Parenting made easy
Making good kids great
Logo
DESIGN PORTFOLIOMarketing through compelling stories, using appealing visuals
Blue Chip Clients*
*when we worked at big (high-overhead, high-fees) ad agencies
Blue Chip Clients*
*when we worked at big (high-overhead, high-fees) ad agencies
E-Commerce Marketing
BedHead PjamasOngoing Client
• Goal: Increase online sales and continually drive brand awareness
• Action: sales & marketingstrategy & execution. Webdesign and maintenance. Emails, Social Media, Ad banners, Video
• Results:Growth in monthly visitors from 5000 - 12,000 visits per month (140% increase in 5 yrs)
Increased online sales from 600,000 - 1.5 Million / year (150% increase in 5 yrs)
www.BedHeadPJs.comOngoing Client for +5 years
Annual sales of $1M+
E-Commerce Marketing
Mini Me’s BooksOngoing Client
• Goal: website design & e-commerce platform, web application, emails
• Action: Designed & created e-commerce site & web application
• Results: won “Best new 2008 Products” award, PR in Wall St Journal, The Big Idea with Donny Deutsch & many mags/blogs.
www.MiniMeBooks.comOngoing Client
Branding, Website, Emails, PR, Social Media
Web Design & Marketing
KrudarOngoing Client
• Goal: drive new gym memberships
• Action: marketing strategy, web design, development & maintenance. SEO marketing, monthly newsletter and email promotions.
• Results: Increase lead generation by 65%. 80% conversion of web leads to customers.
www.krudar.comOngoing Client
Branding, Website, Emails, EventsAhead of schedule to open 2nd gym (2011)
Web Design & Marketing
Old site design
New site design &Currently being programmed
www.Qray.com / www.Qray.caOngoing Client
Website Redesign, Marketing Strategy, E-commerce Metrics & Sales Analysis
Brand Re-Design & Marketing
Alternative logo concepts
www.LaHaut.comOngoing Client
New Logo. New marketing collateral.
Social mediaCurrently working on new website
Brand Re-Design & Marketing
New Logo & tagline. New site design & navigation
Consumer Research, Brand Positioning & Marketing Strategy
Old site design
www.ChildUp.com(Site currently being programmed)
4 scrolling main images on Homepage
Brand Re-Design & Marketing
New design & navigationCurrently being programmedOld site design
Lead Generation > Direct Mail
Lead Generation using Direct Mailer (tri-fold) & Email
Copy, Design & Marketing Strategy
Lead Generation > Email
Promotional Emails: marketing strategy, copy & design
Sales Copy & Design
Promotional Email: ongoing client Promotional Letter: ongoing client
Sales Promotion & Design
T-shirt design for samplers
Promotional Postcard & Micro-site
Promotional strategy to drive brand awareness and sale (B2C, B2B)
References
• BedHead Pajamas (USA) – www.bedheadpjs.com
• Krudar Muay Thai (CDA) – www.Krudar.com
• LaHaut Resort (Caribbean) – [email protected]
• Mixed Martial Arts Expo (CDA) – www.MMAExpo.ca
• ChildUp.com (Switzerland, Hong Kong) – [email protected]
• PocketShots (USA) - [email protected] (Josh Pingel)
Contact
SHERI ALLAINSenior Marketing Consultant
Toronto, ON, CanadaEmail: [email protected] / Blackberry: [email protected]
Cell: 416-898-6064